Hamilton+Pop

Source: Richard Hamilton, "For the Finest Art, Try Pop," Gazette, no. 1 (1961): 42-3.

Invention of photography constrained Fine Art’s role in the pictorial recording of visual facts.
Shift in the relevance of Fine Art; popular culture began to take on roles traditionally held by Fine Art, particularly mythmaking.
Art's function of decoration has gained inflated importance due to this shift.

Artists express awe at how mass entertainment projects classic artistic themes.
The portrayal of these themes is imbued with a cultural significance, acting as a 'date-stamp' for the era.
Example: Playboy’s pin-up as a contemporary version of the odalisque.
Automobile design now symbolizes the space age, illustrating a connection between contemporary design and artistic expression.
Social commentary has shifted to television and comic strips, leaving traditional art forms less central to societal dialogue.
Epic narratives are associated with films, embedding heroic archetypes within cinematic storytelling rather than visual arts.

Two key art movements: Dada and Futurism, represented society in transformation.
- Dada: Negative proposition against current social attitudes, emphasizing radicalism and rebellion.
- Futurism: Positive engagement with societal changes, characterized by assertive and authoritarian elements.
Both movements were strongly propagandist, promoting new ideas against established norms.

A new generation of Dadaists, labeled as "Son of Dada," has emerged, recognized and celebrated within the art world.
The focus of mythmaking has shifted from artwork to the artist, suggesting a transformation in the authenticity of art.
Futurism's ideological impact has diminished, lacking a direct successor.

Hamilton argues for the possibility of an affirmative approach within art, contrasting the historic attacks against societal norms.
Emphasizes the continuity of avant-garde movements and their reactions against stale cultural and aesthetic values, often rooted in nostalgia.
Pop-Fine-Art: A synthesis of popular culture represented in Fine Art, signifying a belief in society's shifting values.
- Represents a form of respect for mass culture.
- Positioning itself as an "antiartistic" yet constructive movement, contrasting Dada’s destructiveness.
- Suggests that contemporary artists must recognize their role as consumers of mass culture, potentially leading to further contributions within that sphere.